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with the start of the new school season, the well-known skincare brand dhc and tmall campus launched a flash event with the theme of "cute moments, colorful cleansing", bringing a variety of cute products such as the minions candy edition olive cleansing oil and the koukou love co-branded limited gift box to many colleges and universities across the country, preparing a large number of gifts to welcome the new students' new school season. participating in the on-site interaction can get exclusive peripherals. the event site was unprecedentedly popular, and instantly formed a cute whirlwind that swept across major colleges and universities.

opening a new chapter in the young consumer market

in recent years, as young people have gradually become the main force in the consumer market, how to attract and retain these energetic consumers, how to make the brand population younger, and how to inject vitality into the brand have become important issues for major brands. tmall campus, with the mission of making students' campus learning and life better, has created a one-stop solution for the campus service ecosystem, providing an environment and opportunity for in-depth cooperation with brands. this time, dhc chose to cooperate with tmall campus, taking advantage of their advantages to connect online and offline in-depth operations of campus students, focusing on young consumer groups from their perspectives, and providing college students with personalized and exclusive new consumption experiences based on the actual needs of campus life.

online and offline linkage to create an innovative marketing model

in order to allow more students to experience these cute and interesting products up close, dhc held campus flash events in four cities and four schools, including beijing, guangzhou, hangzhou, and wuhan. each event was carefully arranged with product display areas and interactive check-in areas. dhc came to the campus and to the students. students could not only try out the products and learn about beauty and skin care knowledge, which helped them understand their own skin care needs, but also participate in the interactive check-in and selfie on site to win a variety of exclusive peripheral gifts prepared by dhc for them.

this event focused on the linkage of social platforms such as xiaohongshu, inviting students to check in, take photos and post notes on xiaohongshu to share their back-to-school experience and new gains. after the posting is successful, students can also get exquisite minions peripherals, which are deeply loved by young people. during the event, more than 1,000 notes were posted, allowing more students to see these cute and interesting activities and plant seeds for this brand.

in addition, dhc has set up limited-time shelves in campus supermarkets in 20 universities in 11 cities, getting closer to students' lives and displaying and selling co-branded products in life-like scenes. these shelves are arranged in the main commercial areas of each university and are precisely targeted at the student group. the carefully designed shelves not only display the brand's classic products, but also combine free samples, interactive draws and other activities to attract students to stop and buy. more than 20,000 new members have been recruited, which has accumulated good water for long-term crowd operations.

in order to further expand the brand's influence on campus, dhc and tmall campus also invited 13 campus kols from various schools to expand the brand's private domain exposure through dialogues between young people, focus on breaking through in segmented tracks, unlock new entrances to youth marketing, and seize tens of millions of offline student traffic.

this combination of online and offline marketing model not only strengthened the emotional connection between the brand and students, but also further enhanced the dhc brand's recognition and favorability on campus, penetrating the public domain to the private domain to achieve continuous customer acquisition.

dhc and the minions are coming strong, and the cute and interesting products are popular in the campus

the most eye-catching product of dhc's tmall campus tour is the limited edition olive cleansing oil with minions, whose cute image brightens up campus life. this product not only continues the classic olive cleansing oil formula of dhc, but also incorporates the ip element of minions, which is popular among young people, and is eye-catching. dhc olive cleansing oil is loved by users for its natural and gentle characteristics and its oil-to-oil characteristics. its main ingredient comes from high-quality young olive essential oil from spain, which can effectively absorb and remove makeup residue and excess sebum, restore the skin's warmth and smoothness, and achieve the dual effects of makeup removal and skin care. this cleansing oil truly achieves "natural and gentle, remover and care in one". while easily removing makeup, it does not irritate the skin at all and gives the skin gentle care. in a market with a wide variety of products and fierce competition, how to let consumers choose their own products has a long link from interest to conversion, and dhc chooses to bring products to them and impress this group of young people with high-quality and trustworthy products themselves.

the koukou love limited edition gift box is also popular among students. this small golden sunscreen cap combines firming, anti-wrinkle and moisturizing effects in one, and provides 80 minutes of strong waterproof and sweat-proof protection, allowing you to enjoy the sun in the summer while still keeping your skin fresh and comfortable. sunscreen is undoubtedly the most suitable product to promote at this time of the school season. many students in military training have expressed an urgent need for sunscreen and actively consulted about purchasing it. dhc has a deep insight into the needs of consumers in different scenarios and promoted the right products at the right time.

whether it is makeup removal or sun protection, dhc products are the ideal choice for students in summer with their excellent quality and unique and trendy design.

a win-win situation for crowd operation and brand reach

this cooperation between dhc and tmall campus has successfully reached the new generation of college students through precise crowd operations. it has not only successfully promoted the popularity of dhc among young consumer groups, but also laid a solid foundation for the brand to deepen its presence in the young market.

in the future, dhc will continue to explore more innovative marketing models in order to further expand its brand influence and win the favor of more young consumers in the fiercely competitive young market. with the end of the school season, dhc campus flash events will also come to an end, but the impact of this event will continue to ferment, with the help of ip co-branding, crowd operation, node marketing and other different gameplays to create brand full-domain marketing in multiple dimensions.